Try This Creative Resource
Direct mail maven Denny Hatch recently wrote "They Forgot the Importance of ‘YOU’", a column in which he took the Obamas to task for their losing performances in trying to sell Chicago to the International Olympic Committee.
Whatever you think of his analysis, Denny reminds us of two key points to keep in mind when writing direct sales or fundraising copy …
First … effective copy is all about the reader (donor) and what’s important to them. Thus, says Denny, the copy should be replete with the word "you" … as opposed to "I" … "me" … "we"… "us" … or "our". A simple point, but oh so important.
Second … he also reminds us of the key emotional drivers that get people to act: fear – greed – guilt – anger – exclusivity – salvation – flattery – patriotism.
The piece also reminds me of news we recently got from creative whiz Jeff Brooks, who some of you know as (former) writer of the Donor Power Blog. Jeff has changed jobs, and will now offer his sage copywriting advice at a new blog, Future Fundraising Now. [Ironically, one of his latest posts challenges the use of one of Denny’s key drivers — guilt. This is why you don’t want two creatives in the room at once!]
Roger and I usually agree with Jeff’s donor-centric approach to fundraising. And when we don’t, it’s because he’s obviously wrong!
Tom
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